Brands doing the right thing need to understand that 'haters gonna hate' so 'shake it off'
George Anderson
Telling retail and brand stories for the intellectually curious
Brands and retailers can learn valuable lessons about what to do when faced with protests and calls for boycotts from groups and individuals motivated by malice and greed from the examples of Taylor Swift, Charles Barkley and Garth Brooks.
Ms. Swift, who has almost single-handedly lifted local economies across the U.S. as her The Eras Tour has made its way across the nation, had it right when she wrote that "haters gonna hate" and that the only thing to do was "shake it off" in the face of those consumed with tearing down rather than building up.
Charles Barkley, the former basketball great and current commentator for the NBA and March Madness on TNT and CBS, made headlines last weekend when he called out those unaccepting of gay and transgender members of society.?
Mr. Barkley, in videos circulated on social media, bought drinks for patrons at a bar in Lake Tahoe and made sure to let them know that their drink was a Bud Light.
“All you rednecks or a-holes who don’t want to drink Bud Light, f-y’all,” Mr. Barkley said.
“If you’re gay, God bless you. If you’re trans, God bless you. And if you have a problem with them – f-you.” he later added.
Mr. Barkley is the latest high-profile individual to stake out a position in a controversy surrounding Bud Light manufactured by celebrities, politicians, and anti-LGBTQ groups looking to promote intolerance as a virtue.?
These parties, most notably Kid Rock, have promoted their brand of grievance politics by suggesting the brewer's decision to give a single commemorative can of beer to Dylan Mulvaney, a transgender woman and influencer celebrating the anniversary of her transition, was in some way an affront to Bud Light's consumers. ?
The brand's gesture to Ms. Mulvaney was part of Anheuser-Busch's decades-long support for the LGBTQ community, which has patronized the company's brands in return.
Alissa Heinerscheid, the former Bud Light marketing VP tied to the controversy, said in a podcast interview in March that the brand's sales had been declining for years as it failed to attract younger, urban drinkers who don't consume as much alcohol as previous generations and often choose beverages other than beer when they do.?
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A growing share of beer purchases in recent years have gone to Mexican brands. Modelo Especial became the top-selling beer in the U.S. in May, buoyed in part by Cinco de Mayo celebrations.
Country music superstar Garth Brooks recently stepped into the Bud Light controversy when he said that his new bar -?Friends In Low Places Bar & Honky Tonk - would include the brand among beers sold at the establishment.?
"I want it to be a place you feel safe in. I want it to be a place where you feel like there are manners and people like one another. And yes, we’re going to serve every brand of beer. We just are. It’s not our decision to make. Our thing is this, if you [are let] into this house, love one another. If you’re an a**hole, there are plenty of other places on lower Broadway," he said.
It can't be assumed that Mr. Brooks was referring to the types of patrons that frequent Kid Rock's Big Ass Honky Tonk Rock N' Roll Steakhouse, also in Nashville, when he made his statement.?
Mr. Rock, who shot up Bud Light bottles in a video and said he would boycott the brand, has demonstrated his commitment to the cause by continuing to stock and sell Bud Light in his bar and restaurant. This is not to say that Mr. Rock is not a true bigot because the video evidence suggests he is. It appears he's willing to keep his bigotry in check at times when he has a financial incentive to do so.?
Those who share Mr. Rock's views on transgender individuals seem inclined to take all the credit for Bud Light's well-reported drop in sales. The reality, however, is that the brand also lost consumers after it caved to the pressure of Mr. Rick and others instead of reinforcing that it operates under the golden rule and treats others as it wishes its employees to be treated. Most consumers who prefer to "live and let live" will likely see Bud Light's retrenchment as an indication that its previous commitment was nothing more than a pinkwashing exercise.?
Bud Light should have increased its commitment to LGBTQ causes to let the haters know it wouldn't be intimidated. Did the brand's leadership believe that the same people cursing it for its inclusivity efforts would suddenly become loyalists again after it caved to their pressure??
Target has found itself in a similar situation after it pulled Pride merchandise from its stores after a false rumor was spread online that it was selling "tuck-friendly" merchandise to children.
The disinformation campaign built around this lie led some individuals to knock over store displays and threaten associates and other customers. Concerns about the safety of employees led Target to move Pride displays to the back of its stores and restrict the sale of some items to its website and app.
That decision created a rift with previously loyal customers and other stakeholders who saw Target's response as appeasing those seeking to intimidate it when it should have been sought to prosecute them instead.
Telling retail and brand stories for the intellectually curious
1 年More evidence of the commitment of celebrities urging boycotts of brands and retailers who believe that LGBTQ consumers should be able to buy their products is Glenn Beck. The Daily Beast reports that Mr. Beck thinks the chain is biased against conservatives and should be selling his book in its stores. This desire to be in Target's stores comes on the heels of him asking his viewers and followers to boycott the chain. You can't make this stuff up. See the original article at: https://www.thedailybeast.com/glenn-beck-demands-target-a-store-hes-actively-boycotting-to-sell-his-book
President, CEO, Writer, Contributor, Instructor, Retail Industry Expert
1 年It comes back to authenticity. The consumers which you are marketing to, if this is a marketing play, are smarter than that, and when you pull back without authentically sticking to your position it amplifies the problem. The customer of tomorrow, not necessarily the full customer base of today, seems to be leaning towards wanting their values to align with those where they spend their $, and will remember authenticity.
Retail Consultant and Trusted Advisor | Merchandising | Product Creation | Sustainability | Corporate Retail Strategy | Speed to Market | Supply Chain | Board Member | RETHINK Retail Global Expert | Retail Voices by NRF
1 年Brands and retailers need to stop bowing down to the bullies. Haters will continue to hate and we need to stand up to them. Back in July, Daphne Howland of Retail Dive asked for my thoughts on Target story. “The state of retail is fragile and frontline workers do not get paid enough to be faced with this insanity,” Liza Amlani, principal and co-founder of Retail Strategy Group, said by email. “But the reality is that there are many unhinged people that are using Pride to unleash anger and hate on the community. Target needs to be vocal on addressing hate in all forms, and pulling merchandise gives in to the bullying.” https://www.retaildive.com/news/retail-celebrates-pride-month-lgbtq-target/686450/ Also I LOVE Chuck.
RETHINK Retail Top Retail Expert. RetailWire BrainTrust Panelist. Founding Partner - Merchandising Metrics. Consulting on Strategic Merchandising. How to embrace RISK as a brands' best friend. It's a differentiator.
1 年Mass merchants and mass brands cater to the full bell curve of humanity. And bell curves have extremes...at both ends. Buttons are going to get pushed. Gestures meant to be kind and inclusive are going to sometimes be greeted with hatred. That's unfortunate, but real. But bowing to intimidation is to lose ground. So sure, everyone is on notice. Haters gonna hate. F'em...expensive as it may be.
VP Retail Strategy at UST
1 年This isn't your father's Marketing Job....Tough one, but I think you have to stick to your brand principles, and basic human dignity, or the creeps win which is not the happy ending. Maybe I'd create another Beer Brand called Red White and Blue, with low end ingredients and charge premium prices.